Advertising Age is reporting that rather than try to sell Super Bowl ads based on an average cost of a 30 second spot, CBS will work with advertisers to create customized packages and determine the value of the ads.
One media buyer suggested CBS will seek between $2 million and $3 million for a Super Bowl slot. The network, however, is clearly telling advertisers that pricing will hinge on where the ad runs in the telecast, how much ad time is purchased and whether a marketer is interested in ad opportunities during the network’s hours of pre-game coverage, where products and messages could be woven into certain parts of the programming. CBS, of course, will turn away any offer it deems as too low, but the approach shows a surprising level of flexibility in Super Bowl ad-sales tactics.
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